Distributors balk at micro's racy beer label.

AP--The microbrewery calls it "cutting-edge artwork." But a few distributors are refusing to sell a Pennsylvania microbrew called "Hedonism," or are wrapping the cases they do sell in plain brown paper, because of its risque package design.

"I sent it back because of the graphics," said Bob Dano, who owns Engleside Beverage Mart in Lancaster, PA. "My wife thought it was obscene and so did I."

The cartoon image shows bare-torsoed characters kissing and caressing.

Others call the reaction overblown. "It's just a cartoon," said cashier Connie Rutt of Wheatland Beer Distributors in Lancaster. "It shows hedonism. It depicts the name of the product exactly."

The backlash has surprised Reading-based Legacy Brewing Co., which readily reported the controversy on its Web site, including photographs of a store display with a stack of paper-wrapped cases.

The company chose the design as a way to get noticed in the competitive world of beer marketing, an official said.

"We're just trying to establish cutting-edge artwork," said Dave Gemmell, a Legacy managing partner. "We're not trying to offend anyone."

The brew, a red ale loaded with hops, was developed a year ago. Reading, PA, artist and gallery owner Deric Hettinger came up with the design, which the company said was much more expensive to produce than a standard logo.

The beer, priced at $29.95 to $33.95 a case, is selling well at more than 100 distributors in about 20 Pennsylvania counties, the company said.

"Everything we make, we're selling. We can't keep it in stock," Gemmell said.